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Marketing: annotated instructor's edition

Author: Zikmund, William G. ; D'Amico, MichaelPublisher: West Publishing, 1996.Edition: 5th ed.Language: EnglishDescription: 784 p. ; 26 cm.ISBN: 0314071709Type of document: BookBibliography/Index: Includes bibliographical references and index
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Item type Current location Collection Call number Status Date due Barcode Item holds
Book Europe Campus
Main Collection
Print HF5415 .Z55 1996
(Browse shelf)
Available 001159437
Total holds: 0

Includes bibliographical references and index


Marketing Brief Contents Preface xxvii PART ONE INTRODUCTION 2 Chapter 1 Chapter 2 Chapter 3 Chapter 4 The Nature of Marketing 4 Marketing Management: Strategy and Ethical Behavior 34 Environmental Forces in a Diverse World: The Macroenvironment 68 The Microenvironment in an Era of Global Competition 102 PART TWO ANALYSIS OF MARKET AND BUYER BEHAVIOR 138 Chapter 5 Chapter 6 Chapter 7 Chapter 8 Global Information Systems and Marketing Research 140 Consumer Behavior: Decision-Making Processes and Sociocultural Forces 170 Business Markets and Organizational Buying 204 Market Segmentation, Targeting, and Positioning Strategies 230 PART THREE PRODUCT STRATEGY FOR GLOBAL COMPETITION 272 Chapter 9 Chapter 10 Chapter 11 Basic Concepts about Goods and Services 274 Strategies for New Products and the Product Life Cycle 306 The Marketing of High-Quality Services 350 PART FOUR DISTRIBUTION STRATEGY 378 Chapter 12 Chapter 13 Chapter 14 The Nature of Distribution 380 Retailing and Wholesaling 416 Physical Distribution Management 454 PART FIVE INTEGRATED MARKETING COMMUNICATIONS 480 Chapter 15 Chapter 16 Chapter 17 Chapter 18 Integrated Marketing Communications 482 Advertising 516 Personal Selling and Sales Management 554 Sales Promotion and Public Relations 588 PART SIX PRICING STRATEGY 618 Chapter 19 Chapter 20 Introduction to Pricing Concepts 620 Pricing Strategies and Tactics 644 Video Cohesion Case: The Minnesota Twins 683 Appendix A Career Opportunities in Marketing 697 Appendix B Appendix C Appendix D Appendix E The Marketing Audit 703 Organizing the Marketing Function 705 Marketing Arithmetic for Business Analysis 709 Evaluating Marketing Performance 714

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